Aug 26, 2022
Today I am very excited to
introduce you to Nancy Harhut, cofounder and chief creative officer
of HBT Marketing. She loves getting people to take action and
specializes in blending best-of-breed creative techniques with
behavioral science to prompt response – online, offline, and
in-person.
She has spoken around the world,
including numerous appearances at SXSW, and has been named one of
the 10 Most Fascinating People in B2B Marketing, a Social Top 50
Email Marketing Leader, and a Top 40 Digital Strategist. Her
articles and work have appeared in Admap, US Ad Review, Target
Marketing, DM News, Graphis Magazine, B@B Magazine, Who’s Mailing
What, Copywriting Insider, and “Open Me Now” by H.G.
Lewis.
Prior to co-founding HBT
Marketing, Nancy held senior creative management positions with
Hill Holliday, Mullen, and Digitas. She’s helped some of the
world’s biggest brands create successful campaigns. Nancy and her
teams have won over 200 awards for digital and direct marketing
effectiveness, for clients such as AT&T, H&R Block, the GM
Card, Dish Networks, and Nationwide. Today, we get to talk about
her first book, Using
Behavioral Science in Marketing, which just came out this week here in the
U.S. Dive into the conversation and get ready to take
action.
Show Notes:
- [00:44] Today I am very excited
to introduce you to Nancy Harhut, cofounder and chief creative
officer of HBT Marketing.
- [02:05] Her first book,
Using Behavioral Science in
Marketing just came out
this week.
- [04:20] Nancy shares about
herself, her background, and how she found herself in the world of
behavioral science.
- [06:01] She took principles and
research from behavioral science and applied/tested them in
marketing.
- [07:37] Anything she could find
that might give her clients an advantage or extra edge was
something she wanted to explore.
- [10:20] It is important to test
so we know what is working and what doesn’t work.
- [11:10] Nancy’s examples in the
book are very tangible, clear, easy, thorough, and
thoughtful.
- [13:49] Social proof is
incredibly powerful. Nancy shares examples of using social proof
with her clients and the results.
- [16:31] Nancy shares why she
wrote her new book. People were often asking if she had a book,
including her now publisher Kogan Page.
- [16:54] Behavioral science and
marketing absolutely work. Writing a book helps many more people to
benefit from it.
- [19:19] She wanted to create a
book that was short on science and long on applicability. She
wanted it to be practical, easy to read, and actionable. (“Mission
accomplished!” says Melina.)
- [21:30] She started her book
with emotional and rational thinking because it was a good
foundational factor and from there she started to talk about
behavioral science principles that are strongly linked to
emotion.
- [23:24] Having more good books
in the world is always a positive thing.
- [25:44] If you present somebody
with a couple of options as opposed to just one thing, they are
much more likely to make a buying decision at the moment. If there
are two options the question automatically changes to “Which of
these two do I want?”
- [28:29] When saying “You have
to make a choice and if you don't, someone else is going to make it
for you” leverages autonomy bias. There was a bigger response
because people didn’t want someone making choices for
them.
- [30:04] Behavioral science is
not just for marketing. It is applicable across so many areas and
professions.
- [33:04] Nancy shares an example
of using choice architecture with a client that sold voluntary
benefits.
- [34:47] They made accepting the
meeting the easy choice and the path with the least
resistance.
- [35:57] Melina shares an
example of a blood drive on a college campus.
- [39:22] Melina shares her
closing thoughts.
- [39:42] You are constantly
communicating with people and there are small tweaks to your
messaging that can make all the difference.
- [40:13] Melina’s new
book, What Your Employees Need and Can't Tell
You is coming out
on October 11th, 2022.
- [42:04] If you enjoy the
experience I’ve provided here for you, will you share about it?
That could mean leaving a rating/review or sharing the episode with
a friend (or 10!)
Thanks for listening. Don’t
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what you heard, please leave a
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and share what you liked about the
show.
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everything recommended via The Brainy Business! Everything was
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What Your Customer Wants and
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